Article 53 – Get real, stay true to your dreams

THIS is my 52nd and last article for StarBizWeek. It started more than a year ago out of a challenge from my golf buddy to communicate with local entrepreneurs in a simple and straightforward manner.

Since I am a simple and straightforward person, I believe I have carried out my duties to the letter even though most of the time, my articles did not make much business sense. But I did try to inject a business idea or concept in each weekly article which I hope did not put you in a further state of confusion.

I have not been friendly to entrepreneur wannabes who wanted to start a business without a solid business model nor having sufficient funding in place. I hate to see precious capital and talent being wasted just to please the ego of being your own boss. Starting a new business is exhilarating and exciting but closing down is painful to your pocket and your soul. Some people healed slowly and some did not recover at all.

If you really do want to be on your own, may I suggest you prepare well, seek experienced advice and stay humble. Lower your expectations and work out survival plans on worst case scenarios. If you are worse off income-wise, are you still keen to continue? Get real but stay true to your dreams.

I have great admiration for the AirAsia business model, not so much for its originality but more for its single-minded execution on its core strategy of low-cost high-volume. The whole organisation is fixated on lowering cost across all expense so that lower priced tickets can be offered continuously to secure constant high volume on an Internet platform that works tirelessly 24/7.

This business model is easy to scale across the region which adds purchasing power when negotiating with Airbus. All airlines pay the same fuel cost but AirAsia, with newer and lower cost planes, are much more fuel-efficient and if you add its competitive edge of having the lowest operating cost per seat, it now has a sustainable business model. While Ryanair dominates Europe, AirAsia will dominate the Asian airspace.

While the low-cost model has been proven successful over short quick turnaround flights of less than five hours, I was sceptical from the beginning of the viability of the long haul low-cost operator AirAsia X. True enough, the numbers did not work out for 13-hour flights to London and Paris. But it has found a profitable niche in six to seven-hour direct flights within Asia. The management has been decisive (no political interference) in pulling out of unprofitable routes and concentrating all its resources on routes that makes commercial sense.

Just imagine the potential of AirAsia X if it is able to replicate its business model operating out of Indonesia to Australia or out of Japan to the Middle East and beyond.

That’s why I am looking forward to the listing of AirAsia X this year. It will be the first successful long haul low-cost airline in the world. Malaysia Boleh!

When you think you have a viable and sustainable model, stay true to your strategies and focus on executing the appropriate strategies across your entire organisation. If you are a five-star operator, make sure your organisation is able to deliver five-star services consistently to your customers.

If you have a business model that is able to scale across cultures and countries, your growth potential will reward you in multiples. Big dreams are for those who look beyond our small domestic market of 28 million people. But dreams will remain as dreams if you are not successful with your home market first. You should only replicate successful models.

If you do not find optimum success with your business model or defined strategies, be decisive and admit to yourself that it is not working as planned. Eat the humble pie and swiftly change direction or tweak your business model to find a sustainable and profitable niche where you can survive comfortably.

Do not be afraid to change and do not delay until the shit hits the fan. Unless you can go begging to the Government for more funds, it will be difficult for you to find friendly benefactors to help you then. Your business will suffer a slow and painful death and you will wish that you have not been on your own.

I have been active in the consumer product markets for the last 27 years and I have often wondered why the multinational companies make more money per dollar sales than my company. That is despite them paying higher salaries and spending more on advertising and promotions. I consoled myself then by reasoning that they had first mover advantage, better brand equity and they were smarter than me.

After looking closely at their numbers, I discovered that they have a higher selling price and a lower cost of goods which means their gross margins are easily 10% to 20% higher than mine. Their products fetch better prices because they spend more on branding and they have a lower cost of goods because they understand the supply chain system better than I did. They are brilliantly efficient in logistics and channel management.

To compete, I have to match them in all aspects. Share of voice, understanding the supply chain forward and backward and having an efficient logistic set up. But you can only compete if you have comparable margins. My business model was subsequently amended over a few years to a comparable high margin model with similar A&P spend.

Building brand equity

High margins mean lower break-even point and less pressure on volume sales. Less working capital required means less financial risk. It is easier to make a profit in a high margin business but you have to find the margins in the value chain. Apple makes 30% profit on sales but its OEM manufacturer Foxconn makes only 1.5% profit. Our telco companies make 30% on sales but their prepaid card wholesalers make a 2% gross margin. Soft dollars versus hard dollars.

To earn the soft dollars, you need to build your brand equity. Whether it is product branding or corporate branding, you must be committed and consistent in promoting your brand. Margins for great brands differ substantially from commoditised generic products or services. Differentiate or suffer low margins always.

I particularly like SP Setia as a perfect example of how to build a strong corporate brand. However just as Tan Sri Tony Fernandes is synonymous with the AirAsia brand, Tan Sri Liew See Kin is the face of SP Setia. What will happen to the SP Setia brand after Liew leaves? Can he be replaced successfully by another brilliant marketeer from the new owner, PNB? Your guess is as good as mine.

There are many key words used by management professors to describe the hectic changes in the current business environment but my favourite phrase is the concept of disruption. Technological advancements disrupts technological laggards which disrupts our lifestyle as well. Phones gets smarter by the day, from voice to SMS to data to watching Astro on-the-go. Brands come and go at the speed of disruption. What was your favourite phone-brand five years ago? Can’t remember? Me too.

My thought process gets totally disrupted trying to figure out how to sell products to the Gen Y segment. They don’t watch TV and they don’t read newspapers. They socialise with screens and they communicate faceless through a “book”. They shop anytime in the Internet mall and they sleep in different time zones. As they are our biggest customer segment, we have to tweet them with respect. Or for the heck of it, just blog them into submission.

Gen Y and the Internet

Because of Gen Y and the Internet revolution, entrepreneurs are getting younger and younger. With a laptop, they trade anything and everything across countries like borderless pirates while prim and proper Gen X businessman worry about traditional sales team and distribution channels across the country. They collect cash in advance directly from consumers while Mr X gives credit to the trade. They have all the personal details of their customers and they are connected on a daily basis whereas Mr X can only guess that someone of a certain race, age and size has bought his products.

E-commerce will be the single biggest influence on rental rates of brick and mortar retail space. Already certain successful e-commerce products like books and music have decimated the traditional distribution channels of bookshops and music shops. The middleman’s job has been taken over by Amazon.com.

Now you see other products like shoes, apparels, contact lenses etc gaining popularity on e-commerce platforms. And retail prices trending downwards much to the delight of consumers.

The only option for traditional businesses threatened by the e-commerce wave is to join them. Sephora has seen its cosmetic and fragrance sales slowing down and rental rates of their shops going up. So it set up sephora.com which has been growing very well, protecting its overall market share in the luxury segment of cosmetics and fragrance.

For traditional media companies, all the newspapers have a similar e version now. Even though visibility of e advertising revenue is still shrouded in fog, they are prepared for any eventual switch by news hungry consumers to e-consumption. While Astro offers TV couch potatoes with Astro-on-the-go mobility, Media Prima countered with Tonton, an e-content platform where you can watch missed programmes on the net and on-the-go. Mind you, these massive investment and creative efforts are made just to ensure its business stay relevant in the fast changing landscape.

Just as I give an “A” to these top private companies for their innovative business acumen, the Government and the GLCs deserve an “E” for their involvement in business. I do agree that the Government should play a major role in sensitive sectors of the economy like utilities, education and national security but to be actively involved in all businesses competing with the private sector is counter productive and in most cases a waste of public money. Lack of competition breeds inefficiency and lethargy. Enough said.

I am pleased to note that there has been a major shift of public perception towards politicians being involved in business. Politicians should stay exclusively active in the political arena if they want to avoid unnecessary accusations, nasty tweets and rumoured scandals. A clean politician who cares and fights for the people that he represents will always be voted favourably by his constituents. I read that from Dummies for Politicians.

I was born in 1960 thus I was given a blue Identity card. Having been a Malaysian since birth, I grew up in Petaling Jaya and studied in local schools and Universiti Malaya. I have worked all my life in Malaysia. My wife is Malaysian and all my three children were born in Malaysia.

So you can imagine my outrage when I am called an immigrant by some senseless and dumb politicians out to score a point or two with their supporters. As a Malaysian would say “I so angry until I cannot speak.”

But speak out you must in the coming 13th General Eelection. Choose wisely and please vote for sincere and smart candidates. Avoid wolfs in sheep skin for the sake of our children’s future. Do not live to regret.

It has been a fun write for me the last 52 weeks and I must thank the StarBizWeek editorial team for sacrificing valuable space to accommodate my nonsensical and shallow articles. I hope I have given you some weekly chuckles and brought a wry smile on your face on lazy Saturday afternoons. I thank you for your kind patience. Goodbye.

The writer has decided to go e-communicado. For further nonsensical musings, stay in touch with him at thiamhock.com. You might just find some useful tips on your own.

13 thoughts on “Article 53 – Get real, stay true to your dreams

  1. Dear TH

    When I read your 52nd and last article in the StarBizWeek, I felt as though a family member or my best friend has died. I was in shock as though a road accident just happened to me. My question is “How can such good, frank and straight forward articles be stopped?” But then, I realized I am in Malaysia and GE13 is just round the corner. The truth need to be covered up! Every Sat I zoom in on the BizWeek to read Tan Thiam Hock (yours), Andrew Sheng , TS Lin See Yen and Paul Krugman’s articles. I rank your articles amongst these top business / economics writers. I normally read yours first!

    Even though you are now silenced in news print, I would like to suggest the following. This suggestion is on the premise that you have a lot more followers that you can ever imagine…..the silent majority. And believe me, you do have. First start a “On Your Own club”. Do some sort of polling to determine the level of interest. Run seminars, training programmes etc. Secondly, compile all your 52 articles and publish it. This would help raise funds for the above “club”. If not for anything, it is bonus / reward for all your effort to date. I remember Sam Cheong (Makan Man) compiled all his makan articles into a book for sale. That is food for the tummy. Yours will be food for the entrepreneur wannabies and for the ordinary Malaysians with a conscience.

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  2. Hmmm…..so consumer/household goods industry no more room for local sme?..even Ginvera been taken over by wipro… engage the young? internet?…the young don;t shop for household item like soap and detergent over the internet..it’s usually their mom who does it and they usually shop in the chain store/hypers and buy by the dozen “branded” (usually mnc brands) promotions on offer filing up their pantry space leaving no chance for local chance for local sme to even promote their product… tough obstacle to overcome for local sme..

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  3. Dear Mr TH Tan,
    I enjoyed every single one of your article. i purchase Star only on Saturday and one of the reason is to read your culomn. i enjoyed the way you put things in the manner that often made me laugh and also at time angry like you as a citizen of this beautiful blessed country. may be i might stop buying star….

    Anyway, i want to want you for all your articles and will look forward to continue to hear from you from your blog. keep writing and Gong Xi Fai Chai to you & your family.

    JH

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  4. Dear Thiam Hock
    I congratulate on your patience, persistence and discipline to write for the Star for a year. All your articles are certainly interesting with a dose of sarcasm mixed with humor. But the underline message is an awaking call that we cannot continue to accept the way we conduct our business and politics in our beloved country. We need to re-think our business model and how we engage with our political masters and religious persecutors. We need to re-invent ourselves and be prepared for the coming “always on” and “on the go” business environment. Today marks the end of your “paper” posted article. But I trust your thoughts and viewpoints will continue to be found in the “paperless” cyberspace. Whereas the mainstream paper can block your paper posting, they cannot censure your e-posting. The power of the web is greater than the power of all governments and politicians seeking to censure and block citizens’ views. No force on earth can stop this development except the almighty God.
    Regarding your outrage being perceived as an immigrant in this country, I would like to share my similar view below;
    When I am overseas and introduced myself as a Malaysian, my foreign friends look at be in bewilderment! They queried me “You Malay? You look like Chinese, Japanese or Korean”. I always tell them “I may look like a Chinaman, talk like a Chinaman, eat like a Chinaman, but I am not a Chinaman. I am a Malaysian first, a global citizen second and wear a yellow color skin third”
    Malaysia is a blessed country. Where else can you find a country with good weather without facing earthquakes, typhoons and other nature’s destructive forces and have such varieties of excellent food at affordable price served 24 hours a day? Whenever I come back to Malaysia, the moment I reached the airport, I like to kiss the “Soil of my Malaysian Land” for this is my country of birth, and it is my birth-right as defined in our constitution. But the happiness and joy last only a while. The moment I open and read the mainstream newspapers, I want to cry. Often there are BIG Headlines of some extremist politicians and religious bigots telling us what NOT to do and demonizing those with liberal thinking and alternative views as public enemies seeking to destroy our country’s unity. Often, the voices of the moderate minority and silent majority are drowned out by these screaming religious and political extremists and racists. It appears that Malaysia is in a state of perpetual war of words and we live in a country under siege. [Extract from my 1Malaysia Wish book]
    So I understand when you say” I so angry until I cannot speak”
    But I would like to say, “I so angry until I must write and write so that my anger can go away”
    Dear TH, my best wishes to you and may you continue to write and live a joyful and happy life with less anger;
    Your good friend in cyberspace.
    1Malaysia Wish
    http://www.facebook.com/pages/1-Malaysia-Wish/293387414025585

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    1. pls email me ur future online article. i hv been.looking fwd to every sat for ur article n fr next wk, i will be missing it.

      all d best mr tan! looking fwd very much to ur future articles! cheers..

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  5. Nonsensical , they are not, Mr Tan, but raw and honest thoughts which are sadly lacking in most of today’s print. I don’t know how people who write skewed ones , can sleep peacefully or pray just as fervently. Thank you !

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  6. Hi Mr. Tan, Please make sure all your future articles still send to my email.
    Allow me to share this excellence article to my students (Gen Y) in the college!!
    cheers and Happy Chinese New Year to your family!!!

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  7. Dr Tan, tQ! since this is the last I try not to contribute my 2-dong worth to disrupt. And if anybody was curious why not 2-sen, dong is cheaper mah. No wonder “they” are (naturally) flowing this way. Cheers!

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  8. My family have always enjoy your column ever since it started and we
    always look forward to Sat newspaper. Thank god, you still have your website for us to peruse…..mmm maybe I should stop subscribing star newspaper for there is nothing to look forward to……….
    Gong Xi Fai Cai to you and family!!!!

    Like

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